At Pitti Fragranze, American brand Free Yourself showcased the two new additions to its Elements Collection: Aether and Numinous. Aether is green-floral and Numinous is chocolate-amber.

Free Yourself is a two-year-old brand born from two friends Jeff and Todd from Vermont. Sergey first introduced us to the initial Elements offering, and then the brand released its Mindful Collection with slightly more intense formulas from the airy-mechanical Elements. Now, the brand is finding its stride with a twisted fruity-gourmand style.

“A luminous green-floral structure suspended between earth and air — blackcurrant, narcissus, and galbanum woven into a transparent, vertical composition. Aether explores the space between the elements — where earth rises toward air and light. Green, floral, and luminous materials form a vertical structure that feels transparent yet dimensional. Aether is atmosphere made tangible — a fragrance poised between matter and light.”

TOP: Salty Blackcurrant, Bell Pepper Accord, Fresh Hyacinth, Incense Superessence

HEART: Narcissus Absolute, Geranium Essential Oil, May Rose Absolute

BASE: Galbanum Resinoid, Vetiver Essential Oil, Patchouli Absolute, Noxolide™

“A luminous-dark resinous composition of bergamot, incense, coffee, and vanilla designed to evoke intimacy, reflection, and quiet magnitude. Numinous evokes moments that feel vast yet intimate — the quiet magnitude of something larger than yourself. Bright bergamot opens into incense and coffee before deepening into labdanum, vanilla, and dark patchouli. Numinous draws you inward toward mystery that feels both infinite and personal.”

TOP: Bergamot, Coffee Pure JUNGLE ESSENCE™

HEART: Incense, Darkoa (Cocoa and Patchouli co-distillate)

BASE: Vanilla Abs, Labdanum, Tonka Infusion

Free Yourself is inserting itself in the growing canon of contemporary brands interested in the direct relationship between scent and its emotional effects, attempting to target responses rather than produce ambivalent poetry. It’s a new kind of science, not fully developed, and strikes a chord with Gen Z and below whose nascent online cultures have produced a cohort hyper-aware of sensory iconography and how it influences their own introspection.

Free Yourself says that it’s “rooted in the belief that unisex fragrance can be a powerful catalyst for emotional and spiritual growth. Free Yourself was founded to create sensory experiences that inspire presence and well-being. Influenced by Jeff’s academic journey at UPenn and the pioneering work of Dr. Martin Seligman in Positive Psychology, we approach fragrance as a tool for flourishing — nurturing the soul, fostering growth, and inviting self-discovery."